Tuesday, July 31, 2012

Reimagine Your Content and Sell More Software

Reimagination of content is the central concept of Ann Handley and C.C. Chapman's 2011 book "Content Rules - How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business"

When you're creating content for your website, blog or newsletter, think through all the ways that you can use that same content to sell more software. Your website sales message can be reimagined into a whitepaper, into a comprehensive set of FAQs, into a podcast or a screencast, and in so many additional formats. Use it to create blog postings, webinars, and sales letters.

Reimagining is different from recycling your content. Recycling is something that you decide to do after the fact. With reimagining, you plan ahead, and create your content with an eye towards tweaking it and using it in other creative ways.

I see this happening every week. Many software developers who hire me to write press releases for them reimagine their news release into web page content, FAQ information, and blog postings. There are lots of recipes that you can make from these ingredients. And it takes a lot less effort to rewrite an existing sales presentation than it takes to craft a new one from scratch.

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